Burger King is a fast food chain company. It is the world’s second largest fast food hamburger restaurant. Its major product lines include sandwiches, hamburgers, cheeseburgers, salads, hash browns, coffee, juice, cookies, soft drinks, pies, shakes, fries and onion rings. Burger King and Whopper brands are two of the most widely-recognized consumer brands in the world. This research is based on the burger king failure of French fries marketing campaign. In this research examine the problems of reinventing successful brand images. The burger king diverted their food product to clothing industry.
The main aim of this project is to understand why trying to restructure existing brand seems to fail. It will also be a study of how the customers attracted to particular features of brand which makes it difficult to change. Burger king is a global chain of fast food restaurants headquarters in Florida, United States, the first restaurant was in Miami, Florida in 1954 by James Mc Lamore and David Edgerton. At the end of year 2009 burger king reported there are more than 12000 outlets in more than 73 countries. The burger king was started with a basic small menu like burgers, fries, sodas, and milkshakes in 1954.
Then they are started serving chicken, fish, salads and breakfast. The hypothesis- this project report is to find how the French fries failed in burger king 1999s? And it’s also discussed about what are the marketing strategies they used in particular criteria. Burger king was facing a tight competition to Mc Donald’s in that time. Mc Donald’s was famous for fries in 1999s so the burger king changed their product burger to fries. What are the advertisement campaign they used for the fries. How the issue affect the brand image of burger king? Desk research
For doing this project I have gone through various book reference The branding strategy was wrong from the beginning itself ,”branding plays a very important function in all the business as per the theory of (Kotler) marketing principles the brand should tell the quality, value and the features. The company should think, what are the long term goal by operating in the foreign market. This above points can linked with theory of global marketing by( kieferlee,steve carter2005, and the the book inernational markeing says the brand management is very important for all internationals” [International marketing, kotler] Main body
The report mainly focused on the product diversification of burger king and what are the problems they faced. In December 1999 burger king introduced French fries in New York. Its bring the story of tastier, crispier, hotter. New French fries to every man, women, and child in America. But burger kings fries are big flop in the market because of Mc Donald’s was providing good fries than burger king according to a independent research firm. In the burger king fries they are using small amount of a poultry-based amino acid so the problem generated for vegetarian customers. In the beginning time they said that was a vegetarian meal.
It caused a big problem. [http://deniseleeyohn. com/bites/2008/12/20/underwear-thats-fun-to-wear] The worst approach of brand extension of burger king to clothing market in 2008, because they introduced a boxer (type of underwear) it’s a big flop in the market. The brand week magazine reported the selection of burger king under wear was the most in appropriate extension. The main problem of this extension is the design of the under wear. The art work of the under wear is a large image of creepy burger king character, and large logo its looks like one of their food packaging designs and slapped it on the boxers.
Brand extension is a type of marketing strategy which a firm marketing a product with a well developed image uses a same brand name in the different product category. The new type of product is called a spin-off. Every organisation use different strategy to increase and leverage brand equity. Product diversification – movement by a manufacturer or trader into a large field of products. This may be achieved by buying firms already serving the targets markets or expanding existing facilities. Burger king used both brand extension and product diversification.
Like brand name was used for the boxers and also this type of product diversification. But burger king used a worst selection of product diversification, because a food chain company diverted to clothing industry especially a fast food chain. The consumers can’t accept this changes because customers are very fashionable and they are believing food and clothes are different levels. The burger kings marketing management is worst because they advertised with the symbol of food characters and they taught that that will get the better advertisement through the boxers.
Burger kings brand image fade due to the product diversification to such a lover level of management problem. In the case of franchise burger king is higher than any other fast food chain restaurants. “Management in business activity is the act of getting people together to accomplish desired goals and objectives. Management comprises planning, organizing, staffing, leading or directing, and controlling an organization (a group of one or more people or entities) or effort for the purpose of accomplishing a goal.
Resourcing encompasses the deployment and manipulation of human resources, financial resources, technological resources, and natural resources. ” [http://en. wikipedia. org/wiki/Management] In the case of burger king they did a fault management decision in the decision of boxer underwear. In this case it’s a clear management problem. They are trying to create a better popularity through the clothes industry. Burger king is famous in burger actually the name showing the priority to the burger so this company changed their management to cloth industry.